Sexist 1960 Marketing Film: "American Women: Partners in Research"

[IMSA12]

My father is the stylin' guy against the blinds at 3:45, and what's there on thedesk is close to the final version of the percolator.

I would apologize for my boasting, but who do you know has their work included in the collection at MOMA?

[IMSA12]

My father, Jerry Wright, is the designer of this coffee pot, and all also of the cookware that was being tested, and what appears at the 11:30 mark. The percolator that Corning eventually produced looked much smoother and sleek than what they show in this movie- what is shown here is preproduction. @idoljunky is right and not- thousands were used for years, recall or not.

If you cook on a flat top stove, dad invented that concept too. The Counter That Cooks is his doing. I think it was 1964.

[cunnelatio]

"It's no use arguing logically with your wife."

still holds true today

[SpudMills]

There's nothing sexist about this film or the research they were doing. If you consider that nosecone to be phallic looking, I guess you haven't seen many penises.

BTW, we prefer a percolator to modern drip coffee makers. You can still buy them new from most kitchen appliance manufacturers. Much better flavor and brewing experience.

[liwowoli]

I love the quality control section, from 5:45 to 7:55. The machinery is so clunky and dirty. And that twirling pot-cage section from 7:27 to 7:33 is like something I'd expect to see in an ASPCA video.

[imajika2]

That guy blinks a lot.

[StarchildMagic]

Sheesh, people are so quick to cry "sexism" without looking at the culture at the time the film was made. This was a big step forward for women at the time. A more positive way to look at this is, "Companies are starting to care what women really think about their products, instead of deciding for them or making assumptions."

[vOddy75]

@StarchildMagic That's the entire point. Back then, this wasn't sexist, but today it is. The point: The standards for what is sexist have changed, because society in general is now less sexist.

[tzkelley]

@vOddy75 Why is it sexist today? They identified a target market then solicited input from that market. Would you prefer if they asked men what women would buy?

[vOddy75]

@tzkelley There are obviously parts about this video that are sexist. For example: "There is no reason to argue logically with your wife"

[tzkelley]

@vOddy75 Taken in context, that's not sexist.

[tomservo56954]

@StarchildMagic You make a valid point, StarChild...but what shaggylocks is saying is even when women are consulted, it still was being treated with a large helping of condescension, as this film does. And at the time, these feelings were considered such a cultural norm, there was nothing out of the ordinary about the co-anchor of the top-rated evening news program expressing them.

[goldiloks82]

@StarchildMagic I couldn't agree with you more. People always say sexist...its NOT sexist at all.

[corvus13]

Chet Huntley was one of the major news anchors of the 60s

[ihatetaft]

What is a coffee percolator?

[Bebe7077]

Give us more 1950's!!!

[alliezgirl]

I've never seen anyone who can talk so much with such a minimum of mouth movement. He can crank out whole paragraphs without moving his lips at all!! :O)!

[Idoljunky32]

I haven't seen a coffee percolator in like 25 years or so. Do they still make them? Funny video! Thou I guess back in the day, they had to make a film like this to get their product out!!

[tomservo56954]

@Idoljunky32 Actually, Corning had to take those percolators off the market, because over time the handles would fall off--which can be annoying when filled with hot coffee.